The Bake-off Assignment and Implementation Plan: Gillette

Topics: Advertising, Creativity, Concept Pages: 6 (457 words) Published: October 2, 2013
Case Assignment:
Gillette: Dry Idea (B)
Group No. 11
Risi Raj
Prashant Yadav
Jitendra Giri Goswami
Nishanth S
Snehalkumar Rajmalwar

Comment on the bake-off assignment
and implementation plan followed by
Gillette

The Bake-off Assignment
Background
• Reaffirmed the commitment of Gillette for the product
• Recapped results to date of Dry Idea’s form extension work and copy development initiatives
• Stressed the urgency of resolving the brand’s creative crisis • Stressed on the need for brand personality
• Highlighted the importance of considering advertising
implications of planned new form introductions

Outline
• Develop a break-through advertising campaign
• Develop an overall strategic business plan
• Develop a strong candidate for solid form concept testing

Comments
Lack of
Strategic
Direction

Issues
Lack of
Effective
Advertise
ment

Market
Share was
Declining

Implementation Plan
• Brand
Orientation

• Agencies at
Work

Phase
1
Phase
4
• Testing

Phase
2
Phase
3
• Presentations
• Commercial
Production
• Test Design

Comments
• Identical brand orientation programs for both
BBDO and Ames
• Orientation plan for Ames should be more
involving and longer
• This could have helped them to perform better
and being new player it will also allow Ames to
settle down
• Ames’s reserved and authoritative approach
could be the result of lack of such approach
• Scoring on test vehicles might not be a really
good idea

Based on the case facts, Exhibit 3,4 &
5, who won the bake-off? Justify.

From Exhibits 3,4 & 5
Get
Body
Together At
Work
50
25

Never
Never

Spokesman

75

100

50

25

75

100

Audience 75
Reward

75

100

-

Total

150

250

200

Related
Recall
Sales
Message
Recall

175

Comments
• Scores are assigned on the basis of highest recall
– Eg. For related recall total male and females for “get together” is 24 for “body at work” it is 27 so the
campaign having highest total gets 100 and the lowest
get 25

• So based on scores “Never Never” would
probably win the bake-off
• But since audience reward data is not available
for “Spokesman” it can also be considered as
winner

How would Gillette-BBDO
relationship be impacted? Was the
bake-off decision an appropriate for
the Dry Idea problem?

Impact on Gillette-BBDO Relationship

Positive Impact

BBDO is working with Gillette for long duration of time

Performance below expectation of Gillette might result in loss of the Dry Idea product account and trust of Gillette

Inclusion of other company gives Gillette a chance to evaluate whether involvement of other company with BBDO can result in better campaign

If BBDO comes out with better campaign it will increase the trust between Gillette and BBDO

Implications of Bake-off Decision
Ames is the new company so it will take more time
to understand the brand

It also has the risk of misunderstanding
Moreover Ames has the reserved and authoritative
approach
Two companies will double the cost of marketing
and advertising
In-spite of all the risks involved it does not guarantee
a successful campaign
Gillette should give one more chance to BBDO

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